Snapchat’s stock value fell about $1 billion last week after app decision-makers green-lit an ad that invited users to play a problematic game of “Would You Rather.” Apparently, users could choose to slap Rihanna, who survived a public and extreme instance of domestic violence, or punch Chris Brown, who attacked her in 2009.

Instead of  undertaking charitable endeavors, like Rihanna does, making its new interface intuitive for users or preserving shareholder value, Snapchat was out here making light of intimate partner violence. An app with filters that make everyone look ashy must include decision-makers with ashy logic. 

Rihanna, the humanitarian, superstar and beauty mogul, rightfully eviscerated the platform before her 61 million Instagram followers.

“Now SNAPCHAT I know you already know you ain’t my fav app out there,” Rihanna posted Thursday to Instagram, a rival platform. “I’d love to call it ignorance, but I know you ain’t that dumb! You spent money to animate something that would intentionally bring shame to DV victims and made a joke of it!!!”

Both public figures and private individuals joined Rihanna in calling out Snapchat.

“Just awful,” Chelsea Clinton tweeted. “Awful that anyone thinks this is funny. Awful that anyone thinks this is appropriate. Awful that any company would approve this.”

“This isn’t about my personal feelings, cause I don’t have much of them…but all the women, children and men that have been victims of DV in the past and especially the ones who haven’t made it out yet,” Rihanna wrote. “You let us down! Shame on you. Throw the whole app-oligy away.” Many fans quickly tweeted that they would gladly delete the app.

Snapchat eventually came around with its tail tucked between its legs via a spokesperson statement.

“This advertisement is disgusting and never should have appeared on our service,” a Snapchat spokesperson said. “We are so sorry we made the terrible mistake of allowing it through our review process. We are investigating how that happened so that we can make sure it never happens again.”

The National Coalition Against Domestic Violence estimates that about 20 people suffer intimate partner violence per minute in the United States.

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